Social marketing uses commercial marketing techniques to address social problems by changing people's behaviors. It works best for reaching a large target audience over the long term when there are sufficient resources. An effective social marketing campaign involves defining the problem and goals, understanding the target audience, brainstorming strategies tailored to audience segments, pretesting ideas, implementing a tracking system, and continuously modifying and improving the campaign based on evaluation results.

1. Conducting a Social Marketing
Campaign

2. Social marketing:
The process of using commercial
marketing techniques to improve
social problems

3. Advantages of social marketing :
• It helps reach your target audience
• It works

4. When should you run a social
marketing campaign?
• When trying to change the behavior of a
large number of people
• When trying to change behavior over a long
period of time
• When resources exist to manage a
comprehensive effort

5. How do you manage a social
marketing campaign?
• Define and understand
• Choose appropriate strategies
• Implement and evaluate

6. Define and understand
• Define the problem
• Define your goals
• Define your audience
• Understand your audience

7. Choose appropriate strategies
• Brainstorm strategies
• Decide the amount of time and resources for each
subgroup
• Decide to create different strategies for each segment,
or just different messages and mediums
• Choose specific strategies
• Design messages
• Select channels of communication
• Pretest ideas and messages

8. Implement and evaluate
• Establish a tracking system
• Continuously modify your work based on
results
• Celebrate your accomplishments